Oreo’s biggest ad of the game doesn’t cost a dime

Quick thinking and quick action won the Super Bowl, and the same strategies arguably won the Super Bowl advertising game. Oreo is being hailed as the best advertiser of the night after its lightning-fast response to the Super Dome blackout.

Shortly after the lights brought the third quarter to a halt, Oreo tweeted this, with an image of an Oreo cookie and the statement “You can still dunk in the dark.”

Asked how they got a new ad into action so fast, Sarah Hofstetter, the president of Oreo’s agency, 360i, told Buzzfeed, “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity. Because the brand team was there, it was easy to get approvals and get it up in minutes.”